After eight years, a trade association for search marketers is growing up into a very smart and knowledgeable organization that actually gets things done.
For the past five years I've been living and working in the search marketing industry almost exclusively in the United States. For the past two years I've been living in New York. I remember well my first week of permanent residency. Not because I was now a citizen of the most exciting city in the world. And not because, at the time, I was based in the Empire State Building. It was because I attended a Search Engine Marketing Professional Organization New York meet-up in 2008.
Why on earth would that be so memorable? Well, the truth is, time was, you would have been totally surprised to see my name and the SEMPO acronym in the same sentence, let alone the same building.
SEMPO was founded in 2002 by a self-appointed group attached to the Search Engine Strategies (SES) conference. At a launch presentation in San Jose, CA, they announced themselves as head of this-that-and-the-other to the audience. And the theme was generally, we're your industry representatives - give us your cash.
Of course most of the assembled group had no idea who these people were. A huge proportion of the SES audience were so new to the industry, not only did they not know the players, they didn't know the terminology. But applause followed the presentation and then there was the sound of popping of corks and slapping of backs. Someone even stripped to their underwear and jumped into the pool. Hooray! Search marketing had an industry body.
As I watched what happened next, I became very disenchanted with SEMPO. A Web site to provide links and leads to the founders was promptly erected, even before association by-laws were considered. If you joined as a top-end member, you'd also get a link to your site from the SEMPO home page. What? The trade association was selling links.
The fact that it was a for-profit association didn't sit well with me. And then there was the clandestine allocation of stipends. Members were in the dark about everything. I joined to see what the benefits were and was surprised that, once I had parted with my cash, I got little or nothing in return afterwards. I subsequently wrote a column for a publication, asking the question: "Who needs SEMPO?"
So, what was I doing going at a SEMPO meet up in 2008? I'm fortunate to have a dear friend who's a SEMPO board member. Sara Holoubek heads up the New York meet up. So I wanted to give her some support. She's a natural force of nature. The New York meet up recently hit the 2,000 number. Think about it. That's just one city swelling its number due to the dedication of Sara and colleagues. And it's growing worldwide. Because of Sara, I was able to get a much better insight into a trade association that bears little or no resemblance to the one that was assembled like a bunch of movie stars in 2002.
Since I took on my new role with Incisive Media as head of content for SES, Search Engine Watch, and ClickZ.com, I see the common areas where SEMPO and SES work so well together. And I have so many ideas about how these connections could develop and grow.
This collective is growing up into a very smart and knowledgeable association that actually gets things done. And I honestly believe that with this newer, more active, and feet-on-the-ground SEMPO, I can add a lot. I've been in the industry longer than most and live it every single day with a passion.
This week, SEMPO announced the list of nominees for its board of directors. Don't be surprised when you see my name on there. In fact, if you're a SEMPO member, don't be afraid to vote for me. The SEMPO of old is not this one. And I'm not the Mike Grehan of old either.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Mike Grehan is currently chief marketing officer and managing director at Acronym, where he is responsible for directing thought leadership programs and cross-platform marketing initiatives, as well as developing new, innovative content marketing campaigns.
Prior to joining Acronym, Grehan was group publishing director at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Grehan came online in 1995 and is the author of numerous books and white papers on the subject and is currently in the process of writing his new book From Search to Social: Marketing to the Connected Consumer to be published by Wiley later in 2014.
In March 2010 he was elected to SEMPO's board of directors and after a year as vice president he then served two years as president and is now the current chairman.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.